“The winning formula to pass down from one generation to another in a family business is to become the greatest experts in a field and continue to study it, maintaining a good mix of tradition and innovation. Along with protecting the heritage, family values, and the economic balance of the company, there is also the duty to look ahead, to bet on the future, and to be open to external stimuli."

In this videoconference, participants will have the opportunity to engage with one of Italy's leading coffee players, founded in 1825 and a symbol of Made in Italy excellence worldwide.

Through the story of the fourth generation at the helm, participants will explore Lavazza's ongoing pursuit of excellence, which, with a perfect blend of tradition, innovation, and sustainability, has cemented its position as a market leader with a record revenue of over 3 billion euros.

Participants will have the chance to meet Marco Lavazza, Vice President of the Group, who will share the story of a family that transformed its surname into a brand recognized both in Italy and globally. Together with him, they will explore how, from generation to generation, the winning balance has been found to successfully meet ever-evolving challenges.

In particular, thanks to his testimony, participants will be able to:

• Be inspired by the professional and personal journey of a family that turned a small artisanal business into an industrial giant
• Learn about the dynamics of a fourth-generation family business, exploring its decision-making and organizational processes
• Understand the importance of recognizing tomorrow’s challenges in order to develop the right strategies and successfully face ongoing changes.